ELCA Forum 2014 An architecture for building successful Omni-channel IT systems
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1 ELCA Forum 2014 An architecture for building successful Omni-channel IT systems Philipp Oser, Lead Architect Niall Sweeney, Solution Architect September 2014
2 SPEAKER Philipp Oser Philipp is a Lead Architect at ELCA. He has 15 years of experience designing challenging software systems and architectures. Niall Sweeney Niall is a Solution Architect at ELCA. He has 20 years of experience designing, implementing and integrating customer solutions
3 AGENDA 1. What is Omni-channel? 2. Why Omni-channel? 3. Reference architecture 4. Next Steps 5. Questions
4 WHAT IS OMNI-CHANNEL? Seamless customer experience over all channels
5 WHY OMNI-CHANNEL? Survey of US & European decision-makers: What are the drivers behind your omni-channel initiatives? Our customers are expecting it Many of our competitors are already doing it 55% 62% Customer Satisfaction For better customer satisfaction 36% To gain competitive edge over online pure plays (e.g. Amazon) The omni-channel customer has a higher lifetime value 36% 35% Bottom-Line 0% 10% 20% 30% 40% 50% 60% 70% Series1 Source: 256 US and European retail and manufacturing decision-makers, Forrester Consulting, November
6 SEAMLESS CUSTOMER EXPERIENCE OVER ALL CHANNELS Challenges Isolated channels instead of Omni-channel Slower than users expect Maintenance downtime New features are expensive ELCA has derived a reference architecture to meet these challenges Based on hundreds of projects Based on good practices that work
7 REFERENCE: TICKET SOLUTION SECUTIX Cutting-edge cloud solution (SaaS) Omni-channel tickets / year (thousands) Proven scalability and peak handling 30'000'000 25'000'000 20'000' Millions Tickets / Year 15'000'000 10'000'000 5'000' etc
8 REFERENCE ARCHITECTURE DELIVERY CHANNELS OPTIMIZED FOR USABILITY EXTERNAL CONTENT DELIVERY NETWORK PEAK LOAD PROTECTION WEB ANALYTICS EXTRANET / INTRANET PORTAL(S) MOBILE DEVICES POINT OF SALE CONTACT CENTER PUBLISHED SERVICES SOCIAL NETWORK INTEGRATION SERVICE MEDIATION (non-blocking services) FRONT-END SERVICES OPTIMIZED FOR LATENCY PREPARED REFERENCE DATA (optimized for publication) FRONT-END SERVICES (deliver services and data that are streamlined for the delivery channels) INTEGRATION / ORCHESTRATION (mostly message-based) BPM / ORCHESTRATION RULES ROUTING TRANSFOR- MATION PROTOCOL MEDIATION MESSAGING CORE SERVICES OPTIMIZED FOR THROUGHPUT MASTER DATA (e.g. customers, products) CORE SERVICES (support core business capabilites as efficiently as possible) INTERNAL / EXTERNAL INTEGRATION BACK-END SERVICES (internal or external) OPTIMIZED FOR CONSISTENCY ERP REPORTING DOCUMENT MGMT STRUCTURED CONTENT DAMS EXTERNAL THIRD PARTY SYSTEM THIRD PARTY SYSTEM
9 MANAGE CHANNELS Web Analytics Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services External Social Network Integration Peak Load Protection Content Delivery Network Channel Management Web Content Management Security Watch Social Network Management Mobile Devices Management Store Management Brand Monitoring
10 DON T KEEP USERS WAITING +0.5 seconds -20% traffic +200 milliseconds -revenue +1 second -3% revenue
11 KNOW WHERE IT MATTERS! Channels read 26% Frontend Core read / write 7% Backend
12 BUILD A RESPONSIVE SYSTEM Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services Channels Non-blocking Services Reference Data Front-End Services Front-End Services Denormalize & Cache Data Core Services + Back-End Back-End Systems
13 BUILD A RESPONSIVE SYSTEM Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services requests per Channels hour Non-blocking Services Reference Data Front-End Services Front-End Services Denormalize & Cache Data Core Services + Back-End Back-End Systems
14 INTEGRATE AND OPERATE SEAMLESSLY Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services Service Mediation (non-blocking services) Front-End Services Integration / Orchestration (message based) BPM RULES ROUTING TRANSFOR- MATION MESSAGING Core Services Internal / External Integration ERP Reporting Document Management Structured Content DAMS
15 INTEGRATE AND OPERATE SEAMLESSLY Extranet / Intranet Portal(s) Mobile Devices Service Mediation (non-blocking services) Point of Sale Contact Center Published Services 24x7 99.9% availability Front-End Services Integration / Orchestration (message based) BPM RULES ROUTING TRANSFOR- MATION MESSAGING Core Services Internal / External Integration ERP Reporting Document Management Structured Content DAMS
16 DEPLOY NEW RELEASES EVERY DAY Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services Service Mediation Service A, adapter Service A Business Logic Front-End Services
17 DEPLOY NEW RELEASES EVERY DAY Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services Service Mediation Service A, V1.0 adapter Service A, V1.1 adapter Service A V1.0 V1.1 Business Logic Front-End Services
18 DEPLOY NEW RELEASES EVERY DAY Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services Service Mediation 150 releases per year Service A, V1.0 adapter Service A, V1.1 adapter Service A V1.0 V1.1 Business Logic Front-End Services
19 INTEGRATE DATA EASILY? CRM ERP
20 INTEGRATE DATA EASILY Real-time synchronization sync tasks CRM Process tasks using mapping sync tasks ERP Weekly cross-check
21 TAKE AWAY Why Omni-channel? Increase users satisfaction & your bottom-line Why ELCA Omni-channel architecture? Profit from good practices Proven Patterns ELCA can support you to Deliver a seamless, responsive user experience Implement services once for all channels Be available 24x7 Integrate easily with your back-end
22 5 STEPS TO OMNI-CHANNEL Determine your Omni-Channel strategy Analyse your existing systems for gaps Build layer 2 and implement data sync Version your services Move to continuous delivery and operation Business Consulting Architecture Review and Design Development Business Consulting & Development
23 QUESTIONS
24 Thank you. Contact Philipp Oser Lead Architect Niall Sweeney Solution Architect ELCA Informatique SA Lausanne Genève ELCA Informatik AG Zürich Bern ELCA
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